Sobeys contest gives Canadians a chance to go overseas

Contest winner scores cooking lesson with Jamie Oliver in London, U.K.

Sobeys’ Better Food for All campaign is stretching across the pond.

The retailer announced last week a new challenge asking Canadians to share how better food choices have helped them live a better life. The winner will be awarded a cooking lesson with celebrity chef Jamie Oliver in London, U.K.

Until March 26, Canadians who post a photo or video on Twitter or Instagram with a brief description of how food choices have helped them feel better and the hashtag #BetterFoodForAll will be entered into the contest.

“We’re using a multichannel approach to drive awareness and encourage Canadians to participate,” said Paul Kurvits, director of brand marketing for Sobeys.

Kurvits said upcoming activities will include a partnership with The Marilyn Denis Show, a social media strategy to engage content on all Sobeys social properties, a Twitter chat, as well as custom content on and The campaign will also be promoted using point-of-sale materials and inclusion in the Better Food News flyer.

Last July, shoppers could participate in a similar contest where they could win a cooking class with Oliver in Toronto.

“To date, thousands of Canadians have participated in the #BetterFoodForAll challenges which began last summer,” said Kurvits. “One week in to the latest challenge, we’re seeing a strong participation rate and some great stories about how better food has inspired better lives such as Canadians who have lost weight as a result of eating better or a family who recently completed a hike – something they were able to do now that they’re eating better. “

To help Canadians eat better throughout 2015, Sobeys will hold other in-store campaigns including a “Power Up with Green” promotion highlighting green produce. Sobeys has also launched an “Eat Better” contest where they will give away a Vitamix blender each week until February 25.

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